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Diving into Customer Data

Recent research from Winterberry Group found that guest data plays a key role in the way that successful restaurants handle the day-to-day challenges of running their business, such as increased competition, declining guest loyalty and gauging the overall effectiveness of marketing efforts.

While it’s no secret that actionable data insights are a proven trade secret to success, many brands still don’t understand how to apply those insights. This session will explore how to use the data to learn about customer preferences, attitudes, lifestyles and buying patterns, which should ultimately dictate how operators approach their marketing initiatives.


Donna Josephson | SVP & CMO | Corner Bakery Cafe

As CMO for Fazoli’s, Donna Josephson is responsible for all brand marketing, advertising, new product development, menu strategy, pricing, public relations, communications, field marketing and franchise support. In 2015, she was recruited and charged with spearheading strategic marketing initiatives for the brand and its aggressive growth strategy. Prior to joining Fazoli’s, Josephson served as the VP of marketing for McAlister’s Deli where she led the executive team in redefining the brand positioning. Josephson received her bachelor’s degree in Business from Ball State University where she graduated with honors. She holds an MBA in Marketing and Management from her alma mater.

Steve McMahon | CMO | Saladworks

Steve McMahon is CMO for Saladworks, franchisor of America’s first salad-centric, fast-casual concept and leading entrée salad destination. He leads all aspects of branding, marketing and new product development for the chain. Steve’s reintegration into corporate America follows a twelve-year hiatus, during which he led his own management consulting practice, Insight Out. He provided clients with direction in research, analysis, strategy and branding, with a focus on clients in food, beverage, retail and foodservice, especially chains with multi-unit operations. Before that, Steve was Vice President of Strategic Planning & Marketing for Aspen Dental and CMO at Cinnabon, where he created a licensing business unit, which later led to the brand’s acquisition by Focus Brands.

Stewart Slocum | CMO | Newk’s Eatery

Stewart Slocum, CMO Newk’s Eatery, has received the “Excellence in Innovation” award from the National Restaurant Association and “Innovator of the Year” award from Nightclub & Bar magazine. His hospitality career launched with Jack Daniel’s Grill at T.G.I. Friday’s, where he spent 9 years on the U.S. and International teams. His career has included leadership roles at marquee companies including Starwood Hotels & Resorts, Denihan Hotels, Patina Restaurant Group and LeDuff America, along with partnerships with James Beard and Michelin-awareded chefs including Joachim Splichal, Stephan Pyles and Jonathan Beno.


Paula Carren | VP, Professional Services | Fishbowl

Paula is a veteran data driven, marketing professional with more than 20 years of experience developing compelling, guest-centric marketing strategies that drive brand awareness and sales. As Fishbowl’s Vice President of Client Success, Paula helps clients leverage data to profile guests, understand behavior, and drive profitability. She is passionate about helping clients achieve success through their relationship with Fishbowl. Prior to joining Fishbowl, Paula managed the digital efforts for several large brands in the supplement industry.

session sponsor